The pitch process for Tourism Australia’s coveted creative account is underway, as the organisation looks to review its longstanding brand platform.
According to a notice on the AusTender website, Tourism Australia is looking to partner with “a brand and creative agency partner to help evolve its brand strategy and creative direction, including being open to review the current longstanding ‘There’s Nothing Like Australia’ platform”.
The notice said the key objective of the partnership would be to develop a compelling and differentiated brand positioning to attract high-value travellers and a robust creative platform from which engaging global and local/regional campaigns can be developed.
“The creative platform will also serve to galvanise the tourism industry in Australia and inspire better marketing opportunities and creative solutions with our airline and distribution partners,” it said.
“The successful brand and creative agency will understand the challenges and opportunities inherent in the tourism category, specifically that there tends to be a distinct lack of variety in travel marketing communications.
“The ideal agency partner will be able to identify what has worked well for Australia (and the category) and why, as well as when and how to innovate to ensure a unique and differentiated brand and message that sets Australia apart.
As a brand that represents the national character of Australia to much of the world, the notice said it is important that an agency partner has a demonstrated understanding and affinity for contemporary Australia, it’s people and culture as much as understanding and insight into the target audience of high-value travellers in key markets.
“Given the complexities of Tourism Australia’s global footprint, one of its objectives will be to partner with a brand and creative ggency that can provide a tailored global agency operating model that represents an innovative and efficient approach to managing the account, developing insightful strategies, and impactful creative that can be produced efficiently and to a high degree of quality across all of our markets, specifically our core market ‘hubs’ of China, UK, US and Southeast Asia.
“Changes in the global creative industry in recent years has opened up a wider array of client/agency partnership models, and Tourism Australia is keen to explore new and mutually beneficial ways of working together.”
Clemenger BBDO is the incumbent for Tourism Australia’s creative account, having won it in 2013.
The closing date for agencies to show expressions of interest is on Monday 7 May at 10am, with a possible request for tender shortlist notification on Wednesday 13 June.